ASK Italian switches to 100% regenerative flour for its pizza

By Joe Lutrario

- Last updated on GMT

ASK Italian switches to 100% regenerative flour for its pizza

Related tags Ask Italian Wildfarmed Pizza Sustainability Italian cuisine

ASK Italian has become the first major Italian restaurant group to make its pizza with regenerative flour.

As of today (12 March), all of the 66-strong casual dining chain’s pizza dough will be made with Wildfarmed regenerative flour. 

ASK Italian says the change - coincide with the launch of its spring menu - will see a 50% reduction in the carbon impact when compared to its previous dough. 

The new range of pizza toppings include garlic king prawn pizza with sweet slow-roasted tomatoes; Calabria di Capra ‘nduja sausage, melted goat’s cheese and honey; and the vegan Pianta featuring spinach, balsamic onions, peppers, tomatoes and ‘Mozzarisella’ served on a spicy plant-based creamy base.

The dough will also be used for ASK Italian’s dough bites and garlic bread. 

“We’re thrilled to be the first chain restaurant to use 100% Wildfarmed flour in our dough, bringing the great work of the Wildfarmed growing community to ASK neighbourhoods and offering customers more delicious, planet-friendly options for eating out,” says ASK Italian marketing director Corinne Prior. 

“The work that Wildfarmed does to improve farming and biodiversity is hugely important when looking at making a positive impact on the way we farm our food. Dough is amongst the top five ingredients that directly contribute to ASK’s food emissions so our partnership with Wildfarmed is a significant step towards our net zero goal.”

Edd Lees, co-founder of Wildfarmed, added:  “Our mission is to make food grown in landscapes full of life accessible to everyone. Teaming up with ASK Italian will help us do just that. Allowing more people to enjoy real, nutritious food and join the movement to fix our broken food system. 

“We firmly believe food is one of our biggest points of agency in tackling climate change, and are thrilled that ASK customers can now join us in making a difference, one bite at a time.” 

Earlier this month, it was revealed that ASK Italian’s parent company Azzurri Group had cut its greenhouse gas emissions by around 10% across its business.

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